Does website/location page schema impact Google Business Profile Rankings?

[tf131]

I've never read or heard anything around if website schema impacts Google Business Profile rankings. I know that the website/location page (or whatever URL is connected to the GBP) has an impact on GBP rankings. But nothing around Schema.

Does anyone have any experience or studies around if adding/changing schema impacts Google Business Profiles?

An example of what I'm looking to do: We have local business schema with address localities for each of our franchise locations. But the address locality is based on what their business address is (always home address), we only include city, state, and zip. We use the same address to verify their GBPs, but these are SABs. Often times their location page targets a city that is not the same as their business address. I.e. we're targeting Atlanta when their business address is in Dunwoody. So if we change their address locality schema to Atlanta, I'm curious if this would have a positive or negative affect on their GBP...

Thanks in advance!

 

[keyserholiday]

I heard Darren Shaw from @whitespark state it's no longer needed.

 

[johnlavapie_SEO]

I've had numerous conversations about this the past few months. Our agency is spending thinkless time with schema not knowing the value of them. So I had to investigate. I am now leaning more that schema does not have any impact either local pack or organic ranking. I don't think it ever did. I think it's only role was structured data. The only debate is if it helps as entities for showing up in AI chats - like ChatGPT.

For all the benefits of Schema mentioned above (other than structured data) - I never seen a study that they were all true.

I think we need to still do schema as a "what if, might as well" for ChatGPT, etc - but as a last priority after working on those that really have proven value.